Disambiguation.

Flext - 97% of users can't help recommending it to others.That's what it said on the side of the bus. But what does it mean? Did they actually recommend it to others? Did they do so in some helpless Tourette's manner? Is this a statistic that's been extrapolated from some concocted research question and did people act on the recommendation?In a time when potential customers are increasingly cynical about advertising messages, it seems to me that it's increasingly crucial to make those messages unambiguous.ADDENDUM: And to have a product about...

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Blackosphere.

John Grant reminds us that it's Earth Hour tonight 8pm local time and suggests that we join him in getting the blogosphere to flip to a black background, taking our lead from Google who went black screen tod...

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Thinking Inside The Box.

A combination self-help and business book, Michael Port's Beyond Booked Solid focusses on scalability issues and how to expand a small enterprise. It is filled with pragmatic tools and techniques designed to grow a business via innovation and leveraged income, but the key message is that of developing a mind-set that works on your rather than in your business. To some extent that's just a reframing of the old adage of keeping one's eye on the big...

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They Really Don't Get It.

At the risk (i.e. certainty) of attracting some snarky comments, I have to admit that I sometimes feel like I'm sending out the same few ideas here - over and over again. But, then I notice another example of corporate idiocy and realise how far there is to go. Today's two examples:1) A television advertisement breathlessly announcing the details of a business conference. It managed to register the name of the event in my head but not the contact details - there wasn't enough time. No matter, the internet is a wonderful thing. I google that name....

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Ken Dodd - Marketing Guru.

"There are two ways to do a show. You can do it at the audience or you can do it with the audience. The best way is to do it with the audienc...

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Predictive Marketing.

As you can see, it snowed this weekend. I saw evidence of it on the news (where families were seen sledging down green hills) and briefly outside the window. However, this was not the serious weather event promised by the media meteorologists. A few weeks ago, there were winds gusting to 70 mph and some houses were damaged, but this too was not the threatened re-run of the 1987 hurricane. It seems to me that weather forecasters have strayed beyond...

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2008 Outlook for Tech. Mktg. Investment

Well, we've just completed our 6th annual technology marketing barometer study, and I have some good news and bad news to share with you. Let's get the bad news over with first. As marketers, we have our challenges cut out for us in 2008:Challenging economic environment in 2008: An unsteady marketplace is introducing significant aversion to risk by tech executives. Drive for overall marketing efficiency and effectiveness will continue with mounting budget pressure and market competitiveness.Market and marketing channels will continue to proliferate,...

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Provocations Of The Week.

Three sentences I've heard this week."Media is moving from a source of information to a site of action." Clay Shirky"The Internet is a collective hallucination."Jonathan Zittrain"Information processing is being dissolved into behaviour." Adam GreenfieldMade me think. A l...

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Mass Frustration Marinade.

Adam Greenfield started his talk yesterday by characterising his past few years of working in user experience as having been "marinated in the mass-frustration........of intelligent people."What a great phrase. If nothing else, marketing's aim is surely to reduce mass-frustration. Person by pers...

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Cognitive Overload.

So today I listened to Clay Shirky talk quite brilliantly about his ideas. I then went to another venue and discovered Adam Greenfield (another member of NYU's ITP and one week into a new job as Nokia's head of design direction) outlining ethical guidelines for ubiquitous computing. In the evening, Sir Ronald Cohen founder of Apax expounded on entreprenurialism. And those are just the highlights, so you'll understand that my brain is a little fri...

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Who Do You Think We Are?

The reporting of Bebo's acquisition by AOL revealed that the name wasn't initially an acronym for "blog early blog often" after all. That was a belated bit of PR spin. The original and much smarter reason was that it was a meaningless word to which users could append meaning and qualities.It's an approach which emphasises the reality that you can't dictate brand values to your users. But it's not an excuse for inaction. In fact, it means you have...

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Marketing Is Not An Expense.

Marketing is the price you pay for creating mediocre products.That's a phrase that was apparently repeated at a panel at SXSW. It went down well, but it's so wrong. Without knowing the context, I can only observe that it sounds like yet another example of the tendency (prevalent in geekdom and beyond) to believe that marketing and advertising/promotion are synonomous and that great products sell themselves. They're not and they probably won't.If you create mediocre products, you probably will have a high price to pay but it won't be an increased...

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Skills 2.0.

While I was a bit sceptical about some of its assertions and assumptions as regards the causes of "The Rise and Fall of the Ad Man", the recent BBC3 documentary of that name (which UK readers, at least, can view here) has certainly produced a lot of discussion online.Drawing some parallels between the allegedly changing media landscape of the late 80s and today Iain Tait has mused upon the skills needed for the creative organsiation of the future....

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Intuition Is Not Intuitive.

"I know it will take me months to master maybe 40% of its functionality, so why would I put myself through that?"A typical and unsurprising comment from some technology focus group research that I saw recently. But what's the solution? Intuitive interfaces for sure. But let's not forget what intuition is - it's defined as immediate cognition. The trouble is cognitive biases mean that cognition (and thus, I assume, intuition) can differ greatly between...

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Tribal Gatherings.

To reposition themselves from dusty department store to modern retail destination, Selfridges has often hosted art exhibitions. In their Oxford Street basement, you can currently find an exactitudes show featuring Ari Versluis's photographic documentation of group identities. This time they've extended the idea into their merchandising.That's joined-up marketi...

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Be Original Or Shut Up.

I've followed xkcd.com for its cartoons, but recently came across this brilliantly subversive idea on their blog. What they've done is incorporate software that blocks your comment if it repeats what somebody else has said. In their words, be original or you can't belong because you're just adding noise.Something all marketers should live ...

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It's Not Easy Being Consistent.

The merits of consistency in marketing/advertising tone have been debated ad nauseam and, for the record, I'm fairly ambivalent because I think it's the viewer/reader who ultimately deciphers the tone of your message and does so on a personal, individual basis. You can be different things to different customers. The big problems only really arise when you are contradictory and that is why this effort from EDF Energy caught my eye at a friend's house.As...

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Tell Me Something New.

So, it's criticise advertising week apparently. Here's a visually confusing billboard that's about ethical investment funds and not coffee. But the thing that caught my eye (and for which you'll have to click on the image) is the list of attributes on the right hand side.Claims two and three both refer to "our award-winning" investment team and not much else. Repetition aids recollection, but if you do it too obviously, you run the risk of appearing...

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Fly Singapore Airlines Why?

I've never flown Singapore Airlines but their TV spot this weekend completely amazed me. I know they and their Australian tour partners wanted the viewer to fly with them but their voiceover justifications were as follows.They use new planes - cue picture of plane but no technical specifications.They offer "thousands of entertainment options" - but give no details.They provide "great service and comfort" - again no evidence.USP stands for unique...

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